About Brand Champion


Brand Champion, deemed for years as a ‘Merchant of Change’ has worked with hundreds of owner operated businesses through the process of reinvention. Using market research, strategic planning and creative services we turn small businesses into strong brands.

Brand Champion establishes a better bond between the business and their community it serves by implementing tested innovative marketing solutions and systems.  We have yet to work with a customer (who followed our recommendations) who hasn’t been successful.

Brand Champion has been serving clients since May of 2003.


Peter Starkel Profile 2015 185hPeter Starkel (231) 933-6301

Overseeing Brand Development and a Partner at Brand Champion since 1997. He has branded literally thousands of companies in 72 communities around the United States and Canada. Peter’s clients enjoy an average annual growth of 31%, usually with lower marketing costs.


Lynda Starkel (231) 933-6300 x 4Lynda Starkel

Lynda has worked in retail management and consulting the retail industry since the late 1980’s for Pier One, WH Smith, The Sharper Image, and others. Her practical sense helps her create realistic retail strategies for Brand Champion clients. Lynda has a BS in Marketing from Indiana University. She has served as Managing Partner and Controller for Brand Champion since it’s inception.

Dane Deroshia

Dane Derosha (231) 933-6300 x 7

Graphic Designer, Publisher, and a man of adventure.  Dane had been developing brands and websites for years before he joined us full time.  He is an accomplished photographer and understands how to communicate ideas to your customers.


Tracey Chisholm (231)933-6200 x 6Tracey Chisholm

Tracey has spent time in both the corporate world at the industry trade association Automotive Industry Action Group and as an artist/photographer and graphic designer. She holds a BFA in Graphic Design and BA in Advertising from Michigan State University. Tracey is primarily responsible for Creative Management as Brand Champion’s Creative Director. She has worked with hundreds of clients in 22 industries developing advertising campaigns.